Brand Preference Research Articles

The Effect of Digital Social Responsibility on Consumer Behaviour in the Mobile Telecom Industry

This research aims to examine the relationship between perceived digital social responsibility (DSR) and consumer selection bymobile telecom companies in Saudi Arabia, considering purchase intention (PI) and consumer loyalty (CL), with the mediating role of brand preference (BP). This study found digital social responsibility to be a powerful marketing tool that can reach customers and increase sales volume, which is a significant addition for corporate social responsibility officers and marketing managers. Therefore, using social media platforms as a medium is important for influencing consumers’ attitudes toward and social responsibility forsocial media. Telecom companies need to focus on digital social responsibility strategies since there is high competition with similar services and products, making it difficult to earn consumer loyalty. The research strategy employed a positivist approach with a quantitative methodology, utilizing an online questionnaire. The data were collected from 375 Saudi participants and analysed using the Statistical Package for Social Sciences (SPSS) v.23 for hypothesis testing. The theoretical framework was tested using AMOS v.23 and structural equation modelling (SEM). Weak relationships were observed between perceived digital social responsibility and both PI and CL. However, a significant relationship existed between perceived DSR and BP. The most significant relationships werefound between BP and both PI and CL. Thus, BP was identified as a partial mediator between perceived DSR and PI, as well as CL. This study highlights the importance of fostering long-term relationships between consumers and mobile telecom companies. Cultural differences may explain the contradictory findings of previous studies. There are several limitations in terms of the perception of digital social responsibility. In the Saudi context, participants seemed unfamiliar with the term. However, the use of across-sectional method prevented the research from measuring the change in participants’ perceptions of digital social responsibility over time, making it difficult to measure purchase intentions and consumer loyalty. Additionally, no specific digital platforms, such as Facebook, Twitter, or Instagram, were used in this research, making it difficult to analyse each post and its impact. Moreover, future research should investigate small mobile telecom companies in Saudi Arabia.

Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale

As the brand personality serves as a fundamental framework for studies concerning brand equity, brand image, and brand extension, that’s why brand personality is the main focus of this study. The purpose of this study is to measure the users' perceptions of the brand personality (BP) of footwear brands (such as Bata, Apex and Lotto) and to identify the dimensions that exist in the footwear industry in Bangladesh. This study applies Aaker's brand personality scale (BPS) to footwear brands in order to test the extent to which it is applicable to the brands and to investigate the fundamental structure of the brand personality of footwear brands. The data was acquired through the use of a questionnaire survey. A quantitative strategy was utilized to collect the data. For the purpose of the study, a total of 430respondent’s data were collected from different cities of Dhaka, Rajshahi and Rangpur division. In order to investigate the fundamental structure of the BP of footwear brands, descriptive statistics and exploratory factor analysis (EFA) were carried out. Study finds all the five dimensions (sincerity, excitement, sophistication, competence and ruggedness) of brand personality was extracted though the factor analysis of which ruggedness and sophistication are relatively lower than the others dimension within the realm of footwear industry. It has been found a comprehensive brand personality of footwear products and brand with the impact of all dimension of BPS and model holds a bold factor loading for all items it has. The novelty of the study lies in variable settings and arrangement, study area and context. No other research has been carried out in the context of footwear industry neither in Bangladesh nor elsewhere. There is also no evidence of research has been examined the relationship of brand personality, brand preference and brand loyalty. This study will help the marketer and the marketing practitioner to understand the dimension of brand personality, the impact of each brand personality dimensions and to identify the weaker personality dimensions that need more attention.

Elevating Purchase Intentions: The Resonance of Electronic Word of Mouth (eWOM)

This research investigates the influential power of Electronic Word of Mouth (eWOM) in elevating purchase intentions among consumers. In the digital age, eWOM has emerged as a dynamic force shaping consumer behavior and brand preferences. This study aims to unravel the mechanisms through which eWOM resonates with consumers, impacting their intentions to make purchases. The research objectives are meticulously defined, focusing on the identification of key eWOM factors, an examination of their impact on consumer perceptions, and an exploration of how these factors influence purchase intentions. A comprehensive review of existing literature in the field sets the stage for this inquiry. To ensure robust findings, the study employs rigorous participant selection methods, embracing diversity across demographics and consumer segments. Data collection strategies encompass surveys, interviews, and analysis of online interactions, underpinned by ethical considerations such as informed consent and privacy protection. The findings of this research illuminate the significant role of eWOM in shaping consumer perceptions and purchase intentions. It offers valuable insights for businesses, marketers, and digital platforms seeking to harness the potential of eWOM as a strategic tool for brand promotion and customer engagement. By shedding light on the resonance of eWOM in the modern marketplace, this study contributes to the evolving discourse on digital marketing and consumer behavior. It equips businesses with actionable strategies to leverage eWOM effectively, fostering brand loyalty and driving purchase intentions in an increasingly interconnected and digital world.

Most commonly used vaping brands by 18-25 year old young adults in Texas-Spring 2023.

We aimed to determine (1) the most commonly used brands of electronic vaping products (EVPs) by young adults in Texas during Spring 2023, and (2) if brand preferences differ by sociodemographic characteristics, current cigarette smoking, and current cannabis vaping. Participants were 2,491 18-25-year-olds (Mean age = 20.6; 62.9% female; 29.7% sexual gender minority; 35.9% non-Hispanic White, 45.0% Hispanic/Latino, 3.5% non-Hispanic Black, 11.6% non-Hispanic Asian, and 4.0% two or more races or another race/ethnicity) enrolled in 21 Texas colleges during February-March 2023 who used EVPs in the past 30-days. Esco Bar was the most popular EVP brand (32.5%), followed by Elf Bar (19%), Vuse (10.1%), and all other brands were used by < 10% of participants. Nearly 20% of participants reported not having a usual brand. Participants who used Esco Bar, Elf Bar, and Puff Bar were younger (i.e., 18-20 years old), female, and Hispanic/Latino. Vuse, JUUL, and Smok were used by participants who were older (i.e., 21-25 years old), male, non-Hispanic white, used EVPs daily, and currently smoked cigarettes. The present study extends prior research by providing contemporary data on young adult EVP brand preferences in Texas during Spring 2023. Many of the brands commonly used by young adults (e.g., Esco Bar, Elf Bar) are not currently authorized for marketing or sale by the Food and Drug Administration. Findings underscore a need for additional enforcement efforts that prohibit the distribution and sale of these products to, in turn, prevent EVP use among young adults.

Construction and validation of a model of the relationship between bra functional requirements and mammary gland development in adolescent girls

Abstract The researchers studied whether there was a bra style or brand preference in adolescent girls and adopted a hybrid approach to study the girls’ expectations for bras regarding the comfort, protection, and support they provide, with a view to assessing the function of the bras for adolescent girls. The research took samples from girls aged eight to 18 who are concentrated in Guangdong Province. The researchers found that teenage girls desire improved bras that are properly sized and fit for them, providing comfort, protection, and support. Additionally, the bras that adolescent girls want should not interfere with their daily study or sports activities. Underwear manufacturers can improve the bra design for teenage girls by incorporating the results of this study, ensuring healthy breast development and meeting their needs and expectations.

СРАВНИТЕЛЬНЫЙ АНАЛИЗ РЕЗУЛЬТАТОВ РЕЙТИНГОВ МОЛОКА В АСПЕКТЕ ОБЕСПЕЧЕНИЯ НАСЕЛЕНИЯ РОССИИ КАЧЕСТВЕННЫМИ ПРОДУКТАМИ ПИТАНИЯ

Given the shortage of milk in the Russian Federation (per capita consumption does not exceed 75% of the norm recommended by the Russian Ministry of Health), the risks of counterfeit products appearing on the domestic market increase. In this regard, the problem of objective assessment of the safety and quality of dairy products, especially drinking milk, as the most accessible to the consumer, becomes relevant. Such an assessment should be based on a system of quantitative indicators that fully reflect the biological, physicochemical and consumer properties of the product. The results of the study showed the high reliability of the Roskachestvo rating data, covering about 70% of drinking milk brands (both pasteurized and ultra-pasteurized) sold on the domestic Russian market. The “Expert’s Choice” rating is characterized by extremely low representativeness and a controversial methodology for calculating the rating functionality, but at the same time it quite accurately names high-quality brands of UHT milk. The Roskontrol rating is distinguished by a selective approach to the selection of analyzed brands (preference is given to well-known brands) and obvious bias - products of manufacturers who do not cooperate with the company, as a rule, receive underestimated ratings. Insufficient volumes of milk production by the Russian agro-industrial complex create the preconditions for product falsification: in the segment of pasteurized milk its share is about 8%, and in ultra-pasteurized milk – about 18%. At the same time, more than 55% of domestic brands sold on the domestic market are of excellent quality, and more than 70% are of good or higher quality.

Unveiling influencer mind: Exploring factors influencing paint brand preference in a competitive landscape in Madurai district

Unveiling influencer mind: Exploring factors influencing paint brand preference in a competitive landscape in Madurai district

The Influence of Individual, Brand, and Corporate Personality on Motorbike Brand Preference

This research investigates the impact of individual, brand, and corporate personalities on brand preference among motorbike riders. Using a quantitative approach, descriptive and verificative research methods were employed to address the research problem, focusing on individual, brand, and corporate personalities’ influence on brand preference individually and collectively. Primary data were collected through questionnaires distributed to a sample of 100 members of the Aerox Bandung community. The PLS-SEM method, implemented with smartPLS 4 software, was used for data analysis, incorporating primary and secondary data sources. Results indicate that individual, brand, and corporate personalities exert both individual and collective influence on brand preference. This research contributes to marketers’ understanding of the varying degrees of influence that individual, brand, and corporate personalities hold over brand preference. Strengthening these personalities presents opportunities for creating distinctiveness and positively impacting brand preference.

Impact of Shoes Brand Preference on Customer Satisfaction

In a competitive business environment, concerns like customer satisfaction and brand preferences are becoming very important to corporate operations. The core objective of this research was to look at the influence of factors of brand preference on Customer Satisfaction with shoes. Primary data were employed in the research. Correlation and regression were utilized to calculate, analyze, and interpret the data for the descriptive and causal-comparative research design. The entire population is used in the study as shoe users. The population was represented by a sample of 390 respondents. A convenience sampling method was used to determine the sample size. According to the findings, brand preference factors such as Product Quality (PQ), Design (DG), Store Environment (SE), Service Quality (SQ), Promotion (PR), and Brand Image (BI) have a considerable impact on Customer Satisfaction in the Kathmandu Valley. But one factor, Brand Name (BN) has no considerable impact on Customer Satisfaction. The outcomes of this study show the significant link between factors of brand preference and Customer Satisfaction in the Kathmandu Valley. The Pearson coefficient between Brand Name (BN), Product Quality (PQ), Design (DG), Store Environment (SE), Service Quality (SQ), Promotion (PR), and Brand Image (BI) has been determined to be positive by correlation analysis.Because the value of significance was less than 0.05, all alternative hypotheses were accepted. As a result, we may deduce that the interactions positively impact Customer Satisfaction. Brand preference factors except for Brand Name (BN) have a significant influence on Customer Satisfaction.

The Mediating Effect of Appearance of Appearance in the Relationship between the 20s and Cosmetics Purchase Behavior

This study was attempted to find out demographic characteristics of women in their 20s in China, identify lifestyle, appearance interest, and cosmetics purchase behavior, and reveal the mediating effect of appearance interest in the effect of lifestyle on cosmetics purchase behavior. To this end, this study selected a woman in her 20s in China as the subject of the survey and conducted a survey. A total of 491 copies of the survey were used as final analysis data, excluding 15 incomplete or insincere responses among the questionnaires collected from August 1 to August 31, 2023. The data analysis used frequency analysis, factor analysis, reliability verification, technical statistics analysis, correlation analysis, regression analysis, and Sobel test using the SPSSWIN 21.0 program, and the following analysis results were raised. First, the most common characteristics of the survey subjects were the current residence in large cities (Beijing, Tianjin), the final academic background was a four-year university (re-school), unmarried, employed, monthly income was less than 500,000 won, and the average monthly cosmetics purchase cost was less than 200,000 to 300,000 won. Second, the correlation with each sub-factor of lifestyle, appearance interest, and cosmetics purchasing behavior all showed a positive (+) correlation, indicating that the higher the lifestyle, the more active the appearance interest and the higher the cosmetics purchasing behavior. Third, in terms of the impact of lifestyle on appearance interest, the higher the trend-seeking type and personality-seeking type, the higher the appearance interest. Fourth, the higher the trend-seeking type, a sub-factor of lifestyle, the higher the self-directed type of cosmetics purchase behavior, and the higher the trend-seeking type of lifestyle, the higher the brand preference for cosmetics purchase behavior. Fifth, as a result of verifying the mediating effect of appearance interest in the relationship between lifestyle and cosmetics purchase behavior, the mediating effect of appearance interest in the relationship between fashion-seeking type and self-directed type of cosmetics purchase behavior was significant, and the mediating effect of appearance interest in the relationship between fashion-seeking type and cosmetics purchase behavior was significant. The results of step-by-step verification of the mediating effect of appearance interest in the relationship between lifestyle and cosmetics purchase behavior are as follows. In Stage 1 and Stage 2, the significant trend-seeking type no longer significantly affects the self-directed type of cosmetics purchase behavior in Stage 3, indicating that appearance interest completely mediates the relationship between fashion-seeking type and self-directed type of cosmetics purchase behavior, and appearance interest partially mediates the relationship between fashion-seeking type and brand preference type of cosmetics purchase behavior. The results of this study are expected to be used as basic data necessary to identify the characteristics of the lifestyle of women in their 20s in Huabei, China, and to develop and specify cosmetics industry services and marketing strategies based on lifestyle using the results of this study are expected to be used.

중국 소비변화에 따른 B2C 국경 간 수입 전자상거래 시장 동향과 시사점

This study examines the current status and characteristics of the Chinese consumer market and the cross-border B2C e-commerce market. Based on this, it analyzes the characteristics of consumers using cross-border e-commerce and trends. The characteristics of cross-border e-commerce consumers include. First, the dominance of Chinese consumers born in the 1980s and 1990s, as well as women. Second, the expansion of the affluent middle class with strong purchasing power. Third, the acquisition of product and brand information through social media. And fourth, the expansion of live commerce. Recent trends include a preference for luxury brands, the 'pure beauty' trend among women, the growth of the high-end baby product market, and increased interest in health supplements. Through trend analysis, several implications are suggested: 1. Enhance brand awareness and value through brand marketing. 2. Strengthen marketing and sales activities using short-form video platforms like Douyin. 3. Strengthen the lineup of environmentally friendly, safe, and mild women's care and baby products. 4. Improve the quality and standardization of health functional foods, while actively engaging in marketing activities to enhance product and brand positioning. Despite being one of the world's largest consumer goods importing countries, South Korean exports to China are on a downward trend. Therefore, to increase B2C cross-border e-commerce exports as part of exporting consumer goods to China, greater efforts should be made.

The Decline of Negative Stereotype on Chinese Brand Smartphone

People’s preferences for particular brands of smartphones are inextricably linked to the variety of smartphones available in the market. As the emerging power of the world economy, China also has many smartphone brands which are highly distributed in the global market, including in Indonesia despite the negative stigma which attached to the brands. The study examines this phenomena from the scope of cultural studies using the theoretical basis of the circuit of culture (du Gay et al., 1997). The study aims to enrich the perspective on how the consumption of Chinese smartphone brands among Indonesian are regulated, produced, consumed, and represented, which further constructs the perception of how the brands’ images are perceived by the Indonesian customers. The study is conducted based on qualitative approach by observing the interaction enacted in two Facebook groups about smartphones. The analysis of the circuit of culture reveals the development of the Chinese products’ image in Indonesia. The study found that the negative image on the Chinese brands smartphones is declining among the customers. Despite the existing negative comments, the group members often recommend the Chinese brand smartphones when it comes to the functional need with affordable price. Thus, the negative perspective on Chinese brand smartphones which believed that the phones are low quality low price is promisingly shifted into worth price to performance The findings shows that Chinese smartphone brands are gaining more acceptance and positive perception among Indonesian consumers based on their affordable prices and improved quality.

How Does Power Distance Belief Impact Variety-Seeking Behavior? A Moderated Mediation Approach

Purpose - This research aims to enhance knowledge of variety-seeking behavior by establishing a novel antecedent based on consumer internal characteristics instead of external stimuli. The report also argues that the insights gleaned can illuminate a method to analyze consumer decision-making based on intrinsic motivation. This study evaluated a potential connection between power distance belief and variety-seeking behavior. This study evaluates variety-seeking behavior by brand, color, taste, and fashion preferences. Varietyseeking behavior is essential in understanding consumer choices. This paper aims to find the mechanism of the relation between power distance belief with variety-seeking behavior, along with the boundary condition of variety-seeking behavior.&#x0D; Design/Methodology/Approach - This study performed three experiments for measurement and hypothesis testing. This study employed analysis of variance, multiple regression, and process macro for moderated mediation testing with SPSS 28.0.&#x0D; Findings - This research confirms the prediction that higher power distance beliefs tend to elect variety through Study 1, and that risk-seeking mediates the moderation of boredom between power distance belief and variety-seeking behavior through Study 2. The authors conclude by discussing the implications for the application of the theory for managers.&#x0D; Research Implications - These contributions provide professionals with practical consequences for a variety of marketing tasks, such as market segmentation, product extension and innovation, and advertising guides.

Enhancing sport brand preference in football: A psycho-branding model

Objectives: Given the great significance of psychological concepts in explaining consumers’ behavior in sport settings, the aim of this study was to provide a sport psycho-branding model including self-definitional needs, brand equity, and brand preference. Methods: A field study was conducted at 521 FC Persepolis football fans in Iran to fulfil the research objectives. Data was collected by distributing a valid and reliable questionnaire at weekday home competition of FC Persepolis team. The research sample was selected through convenience sampling from the fans who attended the games of FC Persepolis from January to February 2022. Results: A Partial Least Squares Structural Equation Modeling revealed that: (a) self-definitional need principles were significantly related to the brand equity of FC Persepolis team, and (b) the brand equity was a significant predictor of fans’ brand preference. The findings highlight the significance of the fans’ psychological needs in improving the brand positioning of football teams. Conclusions: The proposed sport psycho-branding model includes self-definitional principles to facilitate the development of brand equity and the brand preference through an integrated model in football setting. This may be the first attempt to study these constructs through an integrated model in the branding process of a football team. Objetivo: El objetivo es proporcionar un modelo de psicomarca deportiva que incluya necesidades de autodefinición, valor y preferencia. Método: Se realizó un estudio en 521 seguidores del FC Persepolis (Irán). Los datos se recopilaron mediante un cuestionario para conocer la competencia local semanal del equipo. La muestra se seleccionó por conveniencia entre los seguidores que asistieron a los partidos del FC Persepolis de enero a febrero de 2022. Resultados: Un modelo de ecuación estructural de mínimos cuadrados parciales reveló que: 1. los principios de necesidad de autodefinición (prestigio, similitud y distintivo de identidad) se relacionaron significativamente con el valor de marca del equipo FC Persepolis; 2. el valor de marca es predictor significativo de la preferencia de los aficionados. Destaca la importancia de las necesidades psicológicas de los aficionados para mejorar el posicionamiento de marca de los equipos de fútbol. Conclusiones: El modelo incluye principios de necesidad de autodefinición para facilitar el desarrollo del valor de la marca y su preferencia a través de una representación integrada en el entorno del fútbol, lo que puede ser el primer intento de estudiar estos constructos mediante un arquetipo integrado en el proceso de marca de un equipo de fútbol.

Relationship Between Brand Awareness Levels, Brand Loyalty Behaviors, Brand Function Perceptions, Factors Influencing Brand Loyalty, and Preferred Criteria in Product Purchasing Among Secondary School Students Engaged in Sports

This research was conducted to determine whether there is a significant relationship between brand awareness levels, brand loyalty behaviors, brand function perceptions, factors affecting brand loyalty and preference criteria in product purchase in a sample of secondary school students engaged in sports. In the research, a relational survey method was employed. The study group consisted of a total of 250 students [n(male=185), n(female=65)] who were enrolled in high schools affiliated with the Konya Provincial Directorate of National Education during the first half of the 2019-2020 academic year and represented different sports branches (such as football, volleyball, basketball, handball, folk dancing, taekwondo, kickboxing, badminton, fitness, wrestling, fencing) at their schools or participated in competitions. The average age of the students participating in the research is 16.48±1.16. Brand Awareness Scale consisting of 5 statements and a single dimension, Brand Loyalty Scale consisting of 6 statements and a single dimension, Brand Functions Scale consisting of 14 statements and 3 sub-dimensions, Factors Affecting Brand Loyalty Scale consisting of 13 statements and 4 sub-dimensions and Preference Criteria in Product Purchase Scale consisting of 23 statements and 4 sub-dimensions were used as data collection tools. Relational survey model and convenience sampling method were used in the study. As a result of the research, it was determined that there are positive, medium and low-level significant relationships between the brand awareness levels, brand loyalty behaviors, brand function perceptions, factors affecting brand loyalty and preference criteria in product purchase of secondary school students engaged in sports.Keywords: Brand Awareness, Brand Function, Brand Loyalty, Secondary School Students, Sports Marketing

In-store Customer perception and buying behavior towards home furniture- Development of Conceptual Model

Purpose: Intellectually a paper that aims at developing a conceptual model that identifies customer perception and buying behavior of customers while buying home furniture. Home furniture is an individual family choice where all family members are involved in the buying process. The buying process changes when the needs of the family change and the buying behavior makes a difference in the process of buying a product that suits all the family members of a family. Hence the buying behavior of people and their preference of brand shapes the customer preference of in-store buying and a thought process of conceptual model is based on literature review and established theories of customers Design: Data from secondary sources is sourced from various publications, textbooks, and various journal papers engaging various search engines such as ResearchGate SSRN, Base, Semantics, and Inflibnet. Various points and statements, postulates, and a variety of affecting factors to customer perception is written engaging a dedicated group that is a focus group interaction method. Findings: This field of study identified various determining points for customer utility of in-store customer perception such as perceptional benefits, past feelings experience, subjective based norms, and system quality which are proposed to influence the attitude and perception of the customers Originality: This paper highlights the various affecting factors influencing the customer’s preference to use instore purchases of home furniture Paper type: Development of conceptual model based on a review of Literature.

Brand Preference, Patanjali, and FMCG: A Bibliometric Analysis

The primary goal of this study is to conduct a bibliometric analysis using the key words as Brand Preference, Patanjali and FMCG. The quality and advantages that the brand offers, particularly when it comes to the brand of foods and cosmetics items, have a significant impact on the consumer's decision to purchase a certain brand over time. Consumer satisfaction is calculated by contrasting the product's actual performance with its anticipated performance after use. Since perceptions are so individualized, they are susceptible to distortion. The conflict between buying and not buying persists in our minds unless a large number of people agree with our choice. Brands must thus be positioned in consumers' minds in order to survive in a nation like India. Ayurveda and herbal companies are well-known in India because the country's residents strongly relate herbal items to their spiritual beliefs. In this research paper bibliometric analysis has been done using vos-viewer.

Consumption-related social media peer communication and online shopping intention among Gen Z consumers: A moderated-serial mediation model

Despite scholars' efforts to examine the impact of consumption-related social media peer communication (SMPC) on consumer behaviors in recent decades, no evidence has been collected to shed light on how SMPC motivates Gen Z consumers' online shopping intentions (OSI). Therefore, this study investigates the relationship between Gen Z consumers’ SMPC and their OSI in the Vietnamese e-commerce environment. Based on the stimulus-organism-response theory, this study examined a moderated serial-mediation model in which SMPC was related to OSI via perceived brand quality (PBQ) and brand preference (BP). Additionally, this study tested whether higher subjective norms (SN) could substantialize these potential relationships for Gen Z consumers. Data from 280 Gen Z Vietnamese were analyzed using the PLS-SEM technique and path analysis with SmartPLS v. 4.0.8.5 software. The results showed that with Gen Z consumers, (1) SMPC was related to higher OSI (a) directly and (b) indirectly via both sequential and serial mediations of PBQ and BP; (2) the positive indirect effects of SMPC on OSI via the sequential and serial mediation of PBQ and BP increased as SN increased. Together, these findings extend the current literature and provide several implications for businesses.

How customers' perceptions of innovation activities drive brand preference, purchase and recommendation: The moderating role of product category

AbstractThis study investigated how innovation activities impact brand performance outcomes from the perspective of customer cognitive and affective mindsets. The collective findings from both Partial Least Squares Structural Equation Modeling (PLS‐SEM) and fuzzy set qualitative comparative analysis (fsQCA), based on 372 customer responses, demonstrated that a combination of product, process, store, and marketing innovation activities produces optimal results in terms of customer‐based brand equity, subsequently influencing purchase and recommendation. Post‐hoc analysis revealed that perceived innovation activities exert a weaker influence on brand equity in high‐tech product categories (e.g., smartphones) compared to lower‐tech product categories (e.g., skin care products and apparel). This study confirmed that customers' perceptions of brand innovation activities result from both technological innovation (e.g., cutting‐edge offerings) and symbolic innovations (e.g., new marketing communications).

Coach Versus Goldlion: The Effect of Socially Versus Personally Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets

The fast-growing middle class in emerging markets is leading luxury brands to adopt an affordable luxury (aka “masstige”) approach to reach the mass market. However, academic research in this promising area is scarce. Focusing on China, the world's largest emerging market, this research shows a novel pattern of masstige brand consumption: Instead of always preferring foreign masstige brands (e.g., Coach) as implied in previous international marketing literature, consumers in emerging markets prefer domestic masstige brands (e.g., Goldlion) when their personally oriented motives are made salient. In contrast, consumers prefer foreign masstige brands when their socially oriented motives are made salient. This stems from domestic masstige brands better manifesting self-focused intangible attributes (i.e., the actual value to please oneself), whereas foreign masstige brands are superior in other-focused intangible attributes (i.e., the symbolic value to impress others). Three studies using a multimethod approach provide converging results that support this phenomenon. The findings bring significant contributions to the literature and offer actionable implications for managers, including positioning and price promotion strategies for masstige brands in emerging markets.